There is no doubt the Ryder Cup and its attendant publicity will provide Irish tourism with a special oppor-tunity to showcase its wares to the world. Because of disruption to air transport caused by recent threats of terrorism, however, benefits may not flow immediately.
Minister for Arts, Sport and Tourism, John O'Donoghue has already set aside an extra €16 million to advertise golfing holidays here. And €10 million will be spent on promotional campaigns in the US, Europe and Britain, based on next month's transatlantic golf match.
Long-term planning is vital to any successful industry. And it was to be expected the department would concentrate its efforts on selling Ireland as a golfing destination tied in with the Ryder Cup. Such investment does not always generate an immediate return, however, as Greece discovered in the aftermath of the Olympic Games when predatory pricing created a negative impression in the public mind. Since then prices have stabilised and the Greek tourism sector is growing strongly.
The Minister has appealed to the tourism and hospitality industries here, along with the various service sectors, to adopt a commonsense approach to pricing during the Ryder Cup. US ambassador to Ireland James Kenny has also warned that attempts to exploit US tourists during the event would cause long-term damage.
And well they might air their concerns, given the way some in the tourism sector behave during annual, high-profile events and festivals such as the Galway Races. On this once-off occasion, it should be obvious that long-term gains can be secured in return for short-term price restraint. The number of visitors coming here from Europe grew by 20 per cent in the first four months of the year. And, following a decline in the number of British tourists in 2004, figures are again growing strongly. Benefits from this new influx of visitors are, however, being spread unevenly. And the Border, midland and west regions are losing out. There has been a downturn in bed and breakfast occupancy and the inland waterways cruising sector is under pressure.
Irish tourism is undergoing major changes following some difficult years. It has become more price conscious. It is offering niche holidays. But it is must be flexible and respond to changing pressures and opportunities. If Americans become less likely to travel abroad because of heightened security and other fears, we should concentrate on markets nearer home. That does not mean the Ryder Cup should not be used as a major promotional vehicle; simply that advertising should be concentrated on those markets where it is likely to be most productive.